Jane Monnington Boddy, WGSN’s Womenswear Director talks to Pier about Sao Paulo Fashion Week and the Karl Lagerfeld brand launching in Brazil
As Brazil celebrates São Paulo Fashion Week, one not-to-be missed fashion event happened last night. The Karl Lagerfeld brand took Brazil by storm with a catwalk show and a partnership with Brazilian chain Riachuelo.
Our WGSN Director of Colour & Womenswear, Jane Monnington Boddy was at the event and got an exclusive interview with CEO of Karl Lagerfeld, Pier Paolo Righi to talk about Karl Lagerfeld in Brazil.
Check it out below:
What attracted you to the Riachuelo deal? And, is it a precursor to Karl Lagerfeld entering the country with own/franchise retail?
For the moment we are just exploring the possibilities with Karl as a brand being in Brazil, like a trial, so it was best for us to work with a brand that is well established. When we met with Riachuelo in Paris there was a immediate click so we knew this was a good start. What we do know is that Karl as a brand already resonates well in Brazil.
How concerned are you about launching a collaboration in Brazil at a time when the consumer is so stretched?
That’s a question that’s vital wherever you go around the world – there is nowhere in the world these days that is a easy sale.
It’s our responsibility to deal with it and bring excitement to the market. Maybe bringing some exciting design to a cheaper line is a good way to cope with the crisis.
How central are collaborations to developing the Karl Lagerfeld brand?
Karl is super diverse, collaborations are a big part of his DNA, from music to photography. He was one of the first to collaborate with other companies such as H&M, this as a real game changer and really rocked the market. I call him the Pope of collaborations.
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